Dressing to win

Fashion Editor

There's been a lot said about Bridget and Frances Abbott this week and the speech they gave at the Liberal Party campaign launch on Sunday night. Poised, confident, great posture – goodness, they have straight backs – as far as political weapons go, these women are gold-plated. What hasn't been discussed is their outfits. They were brilliant too. While the girls talked fondly about their "daggy netball dad", their wardrobe choices sent a completely different message.

The genius was in the juxtaposition: warm words, cool clothes.

When it comes to Tony Abbott clothes might just maketh a leader.

While I doubt any of the women in the Abbott or the Rudd household need counsel on what to wear - particularly from men in Canberra - I suspect that the outfits Bridget and Frances chose were as considered as their first formal dresses. The racer-back top, sleek white jacket and edgy orange pants screamed successful, independent and strong. This was the wardrobe of alpha women. Women who were raised to be great. Bridget and Frances managed to rewrite the public perception of their dad with one swish of those glossy ponytails.

Frances and Bridget Abbott

Surely a man who raised such luminous children must have done something right?

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Fashion as a political weapon is nothing new. From Napoleon to Kennedy, clothes have long been used as a visual bumper sticker for candidates. The current master is Barack Obama, who won the presidency by dressing for the job he wanted not the job he had. Hilary Clinton's pant suits, Julia Gillard's white jacket, Kevin Rudd's red ties – clothes play an important role in forming credibility, likeability and increasingly, star factor. People in positions of influence tend to dress in character rather than on trend. The Queen actually looks like the cameo of her profile on the currency and Jay Z deserves an Oscar for cool and rich. Colour, cut and even brands play a large part in shaping the back story of the wearer.

There are plenty of parallels between the Abbott and Obama roadshows. Strong, likeable wife. Tick. Two inspiring daughters. Tick. Skinny suits, white shirts and 365 blue ties. Tick, tick, tick. At the pointy end of his re-election, the President was rarely seen without a jacket and tie. When was the last time you saw Tony in a golf shirt? Or Speedos? Team Abbott should be given gold stars for slickness. With under two weeks to go they're stage-managing the finale with the precision (and wardrobe) of a Kardashian Christmas card.

Like many young Australian women, Bridget and Frances Abbott enjoy getting dressed up, telling Harper's Bazaar magazine that they act as each other's stylists when preparing for their father's events. "We still live at home and it's pretty much an all-girl household most of the time – dad's never there – so we bounce ideas off each other and mum. Sometimes we'll come out in a dress we think is really nice and she'll be like, 'No you wore that out on Saturday night - and you can't wear that to an event!' We do have to be careful of the type of clothes we wear."

Margie Abbott knows how to dress for the klieg light too. At the launch she wore red. Michelle Obama, inauguration ball red. Red that said I stand beside not behind my husband. When Bridget stood on the podium, resplendent in white and said, "I've seen my dad with people from all walks of life – young, old, rich, poor, gay, straight, the frail, the fit, indigenous and migrant – and he treats every single one of them with equal respect" – I believed her. I believed her white blazer.

Fashion can be a potent Kool-Aid and I'm certain that last Sunday night, I'm not the only Australian who took a big sip.

53 comments

Abbott is pimping them out because they have sex appeal.

Commenter

worried33

Date and time

August 29, 2013, 6:32AM

I have swayed towards Abbott based on his daughters. My favourite is Bridget. I was going to donkey vote or go for an independant, but the girls have got me back in the Liberal camp and now my vote will actually matter and I will be on the winning side. Didn't take much, but the marketing appeal and image it provides has worked on me. Simple....That, and I think Kev is a diabolical, pathological freak who needs to be caged. Lesser of two evils really with Abbott.

Commenter

Jerome

Location

Toorak

Date and time

August 29, 2013, 12:07PM

And Tony's a bigoted misogynist who thinks because he has daughters, he's a feminist. Honestly. They're both a bunch of nutters. Why do we believe the lie ever election? This is about having and holding power, not making things right for their fellow human beings

Commenter

Rebecca123

Date and time

August 29, 2013, 12:54PM

Jerome

You not only sound creepy but your judgement regarding leaving the future of our country on the basis of how hot you perceive Abbott's daughter to be is simply disgraceful.You might not like the look of Rudd's daughter, but, on balance, his policies are best for our country.

Commenter

Dude

Date and time

August 29, 2013, 3:02PM

I thought she'd rushed to see him after a netball game! The Libs plan to axe most things green to prop up the fossil ways is very scary. Then again, the fossils voting for him don't seem to give a sh*t about their offspring so can only see the money in THEIR pockets.

Commenter

Science rules.... OK

Date and time

August 29, 2013, 7:29AM

Chill out. They are just a couple of young female adults giving their dad some support and to be with him. Just because they look cute do not make them sluts. They are just good kids.

Commenter

Joe

Location

Croydon

Date and time

August 29, 2013, 11:21AM

It's not his kids I'm worried about, apparently they will be saved by the lord, it's mine in the real world that Tony & his ilk are showing zero compassion for. Chill out you say?.... as the evidence mounts but the pollies continue to take the path to destruction for all of us and the future generations to deal with.... VERY christian of them hey?!... hypocrites!

Commenter

Science rules....OK

Date and time

August 29, 2013, 6:35PM

You should be worried33. You are a little sick and twisted!

Commenter

Deeps

Location

Sydney

Date and time

August 29, 2013, 7:33AM

Why? That is what Abbott is doing. And if you vote for him because of his daughters clothes, well you deserve what you get.

Commenter

Honeybee

Location

Perth

Date and time

August 29, 2013, 8:32AM

Anyone who votes on the basis of someones clothes needs to have their vote taken away! Kevin Rudd can employ his children to work for him and Tony Abbott can't take his to the party conference! I expect it would have been more appropriate for them to dress frumpy and that would have made you feel better! Ridiculous!